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INTRODUCTION
Amul is based in Anand, Gujarat and has been an example of a co-operative
organization's success in the long term. "Anyone who has seen « the dairy
cooperatives in the state of Gujarat, especially the highly successful one known as
AMUL, will naturally wonder what combination of influences and incentives is
needed to multiply such a model a thousand times over in developing regions
everywhere." The Amul Pattern has established itself as a uniquely appropriate
model for rural development. Amul has spurred the White Revolution of India,
which has made India the largest producer of milk and milk products in the world.
It is also the world's biggest vegetarian cheese brand .

Amul is the largest food brand in India and world's Largest Pouched Milk Brand
with an annual turnover of US $1700 million (2009-10. Currently Unions making
up GCMMF have 2.9 million producer members with milk collection average of
9.10 million litres per day. Besides India, Amul has entered overseas markets such
as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and
a few South African countries. Its bid to enter Japanese market in 1994 did not
succeed, but now it has fresh plans entering the Japanese markets . Other potential
markets being considered include Sri Lanka.

Dr Verghese Kurien, former chairman of the GCMMF, is recognised as a key person

behind the success of Amul. On 10 Aug 2006Parthi Bhatol, chairman of the
Banaskantha Union, was elected chairman of GCMMF.
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1.| Village Dairy Cooperative Society (VDCS):

The milk producers of a village, having surplus milk after own consumption,
come together and form a Village Dairy Cooperative Society (VDCS). The
Village Dairy Cooperative is the primary society under the three-tier
structure. It has membership of milk producers of the village and is governed
by an elected Management Committee consisting of 9 to 12 elected
representatives of the milk producers based on the principle of one member,
one vote. The village society further appoints a Secretary (a paid employee
and member secretary of the Management Committee) for management of

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the day-to-day functions. It also employs various people for assisting the
Secretary in accomplishing his / her daily duties.

2.| District Cooperative Milk Producers· Union (Milk Union):

The Village Societies of a District (ranging from 75 to 1653 per Milk Union in
Gujarat) having surplus milk after local sales come together and form a
District Milk Union. The Milk Union is the second tier under the three-tier
structure. It has membership of Village Dairy Societies of the District and is
governed by a Board of Directors consisting of 9 to 18 elected representatives
of the Village Societies. The Milk Union further appoints a professional
Managing Director (paid employee and member secretary of the Board) for
management of the day-to-day functions. It also employs various people for
assisting the Managing Director in accomplishing his / her daily duties.

3.| State Cooperative Milk Federation (Federation):

The Milk Unions of a State are federated into a State Cooperative Milk
Federation. The Federation is the apex tier under the three-tier structure. It
has membership of all the cooperative Milk Unions of the State and is
governed by a Board of Directors consisting of one elected representative of
each Milk Union. The State Federation further appoints a Managing Director
(paid employee and member secretary of the Board) for management of the
day-to-day functions. It also employs various people for assisting the
Managing Director in accomplishing his daily duties.
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GCMMF (AMUL) has the largest distribution network for any FMCG company. It
has nearly 50 sales offices spread all over the country, more than 3,000 wholesale
dealers and more than 5,00,000 retailers.

AMUL is also the largest exporter of dairy products in the country. AMUL is
available today in over 40 countries of the world. AMUL is exporting a wide variety
of products which include Whole and Skimmed Milk Powder, Cottage Cheese
(Paneer), UHT Milk, Clarified Butter (Ghee) and Indigenous Sweets. The major
markets are USA, West Indies, and countries in Africa, the Gulf Region, and
[SAARC]SAARCneighbours, Singapore, The Philippines, Thailand, Japan and
China.

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In September 2007, Amul emerged as the leading Indian brand according to a
survey by Synovate to find out Asia's top 1000 Brands.

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Since 1967 Amul products' mascot has been the very recognisable "Amul baby" (a
chubby butter girl usually dressed in polka dotted dress) showing up on hoardings
and product wrappers with the equally recognisable tagline Utterly Butterly
Delicious Amul.The mascot was first used for Amul butter. But in recent years in a
second wave of ad campaign for Amul products, she has also been used for other
product like ghee and milk.

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